© Mike Berry Associates 2010 THE BEST OF DIGITAL MIKE BERRY
HELLO, I’M MIKE BERRY <ul><li>Ex-Procter & Gamble, Wunderman (Y+R), Euro RSCG, </li></ul><ul><li>Ex-Head of Digital EMEA f...
BRANDS I HAVE WORKED WITH... © Mike Berry Associates 2010
TODAY’S SESSION <ul><li>OVERVIEW OF DIGITAL :   What's happening? </li></ul><ul><li>CASES: </li></ul><ul><li>Monopoly Burg...
TODAY’S SESSION <ul><li>SEARCH </li></ul><ul><li>SOCIAL MEDIA </li></ul><ul><li>EMAIL </li></ul><ul><li>MOBILE </li></ul><...
LET’S SEE WHO’S DOING WHAT...  © Mike Berry Associates 2010
THE CASES <ul><li>THE BRAND </li></ul><ul><li>OVERVIEW/ THE CHALLENGE </li></ul><ul><li>IN THEIR OWN WORDS (VIDEO) </li></...
THE BRAND – MONOPOLY CITY © Mike Berry Associates 2010
THE BRAND – MONOPOLY CITY <ul><li>Since 1935 (Parker Brothers) </li></ul><ul><li>275 million games sold </li></ul><ul><li>...
THE CHALLENGE <ul><li>New version of Monopoly  with  3D construction </li></ul><ul><li>Need to engage digitally-savvy   1 ...
CREATIVE SOLUTION – MONOPOLY CITY STREETS © Mike Berry Associates 2010
<ul><li>DDB London created four-month online campaign </li></ul><ul><li>Google Maps + third party street data + Monopoly g...
RESULTS <ul><li>1,7  MILLION VISITORS IN THE FIRST DAY </li></ul><ul><li>5  MILLION UNIQUES USERS FIRST MONTH  </li></ul><...
KEY LEARNINGS <ul><li>KNOW YOUR AUDIENCE, TEENS ARE ONLINE </li></ul><ul><li>UNIQUE SOLUTIONS ARE SUPPORTED BY FREE PR AND...
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  • The most expensive version of the game was produced by celebrated San Francisco jeweller Sidney Mobell. Valued at $2 million, the set features a 23-carat gold board and diamond-studded dice. Children play MONOPOLY all over the world, but where they live may determine what they call the highest rent property on the game board. In the U.S., it is named “Boardwalk” after a street in Atlantic City. In Spain, it is named “Paseo del Prado” after a street in Barcelona and in France, “Rue de la Paix” is the name of the most coveted property space. MONOPOLY has developed strategic partnerships (MONOPOLY at McDonald’s promotion) and brand extensions (first CD-ROM game) becoming a recognizable cultural icon including becoming a US postage stamp!
  • For this audience, board games are ‘boring’ Clever use of digital technology Partnership with Google Maps added a ‘modern’ brand ‘ Monopoly City’ sold to adults as well as kids Monopoly relaunched for a new generation
  • Best of Digital Show (example)

    1. 1. © Mike Berry Associates 2010 THE BEST OF DIGITAL MIKE BERRY
    2. 2. HELLO, I’M MIKE BERRY <ul><li>Ex-Procter & Gamble, Wunderman (Y+R), Euro RSCG, </li></ul><ul><li>Ex-Head of Digital EMEA for Jack Morton (Interpublic) </li></ul><ul><li>Author of ‘The New Integrated Direct Marketing’ (Gower) </li></ul><ul><li>In digital marketing since 1995 (ish) </li></ul><ul><li>Adjunct Professor of Digital Marketing at Hult International Business School </li></ul><ul><li>Digital Trainer/ Consultant for Econsultancy, CIM + IDM </li></ul>© Mike Berry Associates 2010
    3. 3. BRANDS I HAVE WORKED WITH... © Mike Berry Associates 2010
    4. 4. TODAY’S SESSION <ul><li>OVERVIEW OF DIGITAL : What's happening? </li></ul><ul><li>CASES: </li></ul><ul><li>Monopoly Burger King VS McDonald’s Sony IKEA Compare The Market </li></ul><ul><li>... AND MANY MORE </li></ul><ul><li>LATEST VIRALS </li></ul><ul><li>TRENDS: What's new/ what's next? </li></ul><ul><li>QUESTIONS/ DISCUSSION </li></ul>© Mike Berry Associates 2010
    5. 5. TODAY’S SESSION <ul><li>SEARCH </li></ul><ul><li>SOCIAL MEDIA </li></ul><ul><li>EMAIL </li></ul><ul><li>MOBILE </li></ul><ul><li>INTEGRATED </li></ul><ul><li>REAL CASE HISTORIES </li></ul><ul><li>REAL BRAND </li></ul><ul><li>REAL WORLD </li></ul><ul><li>-THE BEST! </li></ul>© Mike Berry Associates 2010
    6. 6. LET’S SEE WHO’S DOING WHAT... © Mike Berry Associates 2010
    7. 7. THE CASES <ul><li>THE BRAND </li></ul><ul><li>OVERVIEW/ THE CHALLENGE </li></ul><ul><li>IN THEIR OWN WORDS (VIDEO) </li></ul><ul><li>THE CREATIVE SOLUTION </li></ul><ul><li>RESULTS/ KEY LEARNINGS </li></ul><ul><li>Many of these campaigns are AWARD WINNERS </li></ul>© Mike Berry Associates 2010
    8. 8. THE BRAND – MONOPOLY CITY © Mike Berry Associates 2010
    9. 9. THE BRAND – MONOPOLY CITY <ul><li>Since 1935 (Parker Brothers) </li></ul><ul><li>275 million games sold </li></ul><ul><li>In 103 countries </li></ul><ul><li>In 37 languages </li></ul><ul><li>More than 1 billion people have played the game </li></ul>© Mike Berry Associates 2010
    10. 10. THE CHALLENGE <ul><li>New version of Monopoly with 3D construction </li></ul><ul><li>Need to engage digitally-savvy 1 2 -1 7 year old audience </li></ul><ul><li>Joanne Austin, Global Marketing Manager, Monopoly, Hasbro : </li></ul><ul><li>“ Using digital was a strategic decision for Hasbro. The medium is fantastic for demonstrating how gameplay has changed for the first time since the game’s inception.” </li></ul>© Mike Berry Associates 2010
    11. 11. CREATIVE SOLUTION – MONOPOLY CITY STREETS © Mike Berry Associates 2010
    12. 12. <ul><li>DDB London created four-month online campaign </li></ul><ul><li>Google Maps + third party street data + Monopoly game </li></ul><ul><li>The game built as Google Maps overlay </li></ul><ul><li>Turning the globe into giant game board </li></ul><ul><li>Every street in the World was available to buy </li></ul><ul><li>Players competed to acquire most lucrative addresses (Oxford Street, etc) </li></ul>CREATIVE SOLUTION – MONOPOLY CITY STREETS © Mike Berry Associates 2010
    13. 13. RESULTS <ul><li>1,7 MILLION VISITORS IN THE FIRST DAY </li></ul><ul><li>5 MILLION UNIQUES USERS FIRST MONTH </li></ul><ul><li>exceeded target by 2400% </li></ul><ul><li>170 MILLION HOUSES CREATED </li></ul><ul><li>15 MINUTES AVERAGE TIME SPENT </li></ul><ul><li> 50% spent half an hour or more </li></ul><ul><li>THE BOARD GAME SOLD OUT in many European markets </li></ul>© Mike Berry Associates 2010
    14. 14. KEY LEARNINGS <ul><li>KNOW YOUR AUDIENCE, TEENS ARE ONLINE </li></ul><ul><li>UNIQUE SOLUTIONS ARE SUPPORTED BY FREE PR AND WORD OF MOUTH </li></ul><ul><li>IMPOSSIBLE TO PREDICT THE RESULTS OF VIRAL CAMPAIGN </li></ul><ul><li>BE PREPARED TO CHANGE GAME PLAN DURING THE CAMPAIGN </li></ul><ul><li>DIGITAL CAN SUPPORT EVEN THE MOST TRADITIONAL PRODUCT </li></ul>© Mike Berry Associates 2010

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